Magnetic’s Attribution Revolution: The Viewability Series made its final stop for this spring at The Townsend Hotel in Detroit. The lively event featured cocktails, food, and a thought-provoking panel discussion led by some of the greatest minds in the industry.
- James Green, CEO, Magnetic (Moderator)
- Philip Shih, Director, Audience Strategy, VivaKi
- Scott Cunningham, SVP of Product, sovrn Holdings, Inc.
- Scott Knoll, CEO, Integral Ad Science
- Steve Dennen, Vice President, comScore
Scott Knoll of Integral Ad Science kicked-off the panel with a live demonstration of a botnet-infected computer. Knoll explained that users typically do not notice the presence of a botnet, and revealed how more than a thousand fraudulent ads would be served within the duration of one hour – and this was only for one computer. Furthermore, according to Knoll, “fraud tends to have really high viewability.”
The demonstration launched a heated discussion about the core challenges associated with fraud and non-human traffic in display advertising, along with the value that real-time buying brings to the market. According to Cunningham, “The programmatic space grew out of reach and scale…what’s been lacking is the layer of quality control.” Panelists also touched upon key themes including industry adoption, standardization, and what technologies marketers can currently use to help solve for viewability.
Stay tuned for the full panel video recording, which will be available online soon! And make sure to check out the sizzle reel that helped open the panel discussion!